Please write a two to three page paper, and cite three credible sources. The fol
ID: 426997 • Letter: P
Question
Please write a two to three page paper, and cite three credible sources. The following is to be covered: 1) Pick a corporate brand that is heavily represented in the media through advertising, celebrity endorsements, and social media. 2) Identify that brand and discuss their latest advertising strategy and targets, what celebrities they have hired recently to endorse them and their social media campaign 3) For advertising strategy, identify the target market, and what mediums (print, magazines, TV, etc they employ and what cultural impact they are having on society 4) For celebrity endorsement, discuss why you think they picked that specific celebrity and what it says about who they are trying to reach and why. 5) For the social media campaign, discuss their social media strategy and critique it, ie. what could they be doing better.Explanation / Answer
1) A corporate brand that is heavily represented in the media through endorsements , advertisements and social media is NIKE. It has now become a synonym for athletes and sports. Its logo which looks like a black tick is known to everyone. It stands out to be the world largest supplier of athletic shoes and apparel and major manufacturer of sports equipment. The company is also known to have spent around 3.34 billion dollars from 2014 to 2017.
2)Nike effectively uses emotional advertising strategy. In all its advertisements or social media posts, it rarely directly talks about the product. Instead they focus more on telling a story to create that emotional awareness in the customer. For example in a recent advertisement it shows a obese man running and sweating badly. It shows how tough it is getting for him to fights his own opponents which is his lazyness and want to give up. But he doesnt give up. He keeps running and finds his greatness. The sports shoes are shown while he runs and at the end the slogan is displayed " Just do it".
Their major targets are sportpersons and athletes but lately it is targeting other people as well. They are trying to evoke emotion by asking to fight either with the laziness or with their excuses and to get ready to take care of their fitness. They are majorly targeting adult or middle age population.
Nike tries to hire endorsers from different sports who have been great in their field and have somehow struggled a lot to reach that position. Currently they have hired Neymar junior for football and he promotes Nike Hypervenom shoe. Similarly Rory Mclroy is hired for promoting golf with Nike lunar control shoe etc.
Their social media campaign is always about doing it right and Just do it. For example in one of the instagram photos a girl is shown doing pullups and the caption reads sometimes you have push yourself up to push yourself forward.
3) The target market is teens , individuals with athletic taste or fashionable taste. They are also hiring female endorsers to motivate women to buy the products. The mediums are mostly TV , magazines and most strongly through social media. The major cultural impact they have is improving the attitude and behaviour of people and motivating them towards fitness and healthy habits.
4) In case of celebrity endorsements for example they hired Neymar junior for football because of his extreme popularity and wins in the game which is going to influence the audience. As a child , they were poor and had struggled to make ends meet but despite all of that Neymar at a young age of 17 started his debut in the football career and has worldwide following. This in turn aligns with Nike strategy to just do it. To inspire your greatness and to get up and do it until you get what you want. Through Neymar they in turn want to reach every teen who wants to become a football star but has paucity of funds or has difficult life. Also through Neymar, they will reach out to every individual who wants to make it big in their life and with hard work managed to do it.
5) Their social media campaign is almost always a story but never about the product directly. This connects well with the audience. It uses several campaigns and provides updates about its products in a very enthusiastic manner. The only thing they could be doing better is to be more frequent. As of now they focus more on quality rather than quantity but with such vast number of followers and intense updates from other competitors, updating a bit more frequently would be a better idea.